Branding is not what it once was. Companies who
are gaining ground today are doing things differently. They are really
connecting with their customers.
Branding now requires that your image reminds your customers of themselves. For example: Consider the transition from American Express Financial
Advisors to the new—for
baby-boomers, by baby-boomers—Ameriprise
Financial. Also, watch for the new Bold Moves ad campaign from Ford.
And, consider the slightly less well known Extreme Allsport.
Motor Company and American Express called upon someone else, so we
were able to focus our attention on the Extreme Allsport project. Challenge: Help
transform a small, non-descript sporting-goods store—known
as Ski and Golf—into a relevant, competitive player in the “extreme” sports
arena. Opportunity: A local competitor
with huge market share had just announced it would close its doors. Ski
and Golf recognized an opportunity for growth, and knew it would be necessary
to redefine itself and begin branding a new image. Solution: A
fresh start with an even fresher attitude—loosely
based on the attitude and flair found in the ski and snowboard community. Nuts
and bolts: The
transformation started with a new logo. We then moved on to signage,
printed marketing materials, the web, promo items, and even
shopping bags. To gain synergy from the mix of media vehicles, we tied
radio, newspaper, and web ad campaigns to the new website.
We would love to Blue Sky some branding and marketing
ideas with you on your next project. Reply to this email or give us a
Looking up, Steve Walker
Volume 1 Issue 2
Don't Have a Cow?
Branding: imprinting your image, your product, your business—on
your prospects’ mind. Causing your clients to associate themselves
with your solutions.
if you do happen to have a cow, burning your logo into its hide.)